Facebook Messenger Marketing: Results-Driven Strategy for Your Business Growth

Facebook Messenger Marketing: Results-Driven Strategy for Your Business Growth

Facebook Messenger Marketing is a comparatively newer strategy that has taken the online marketing industry by storm. Businesses have always been looking for easier and effective ways to communicate with prospects. And, Messenger solves this obstacle for them.

Unlike email marketing, messenger allows businesses to engage prospects in a more conversational way. When used correctly, it opens up innumerable opportunities to drive more leads and sales. Small businesses, in particular, can benefit the most by making use of this two-way communication channel.

In the previous blog, we spoke a lot about Messenger Marketing and how it helps businesses. And, in this blog, we’ll be diving into more details and important factors to consider about this modern-day marketing tactic.

Using Facebook Messenger Marketing for Your Business

Would you let go off 1.3 million active users? Facebook Messenger is a goldmine for the B2C service providers. With so many options to attract, engage, convert, and retain users, Messenger is a must-use platform for every business.

When someone speaks about Social Media Marketing, the first thing that comes to mind is to post on platforms like Facebook, Twitter, and Instagram. But, most businesses do not realize that messaging apps have surpassed social media platforms. Therefore, to stay in the ever-increasing competition, businesses have to adapt to the modern trends.

messenger growth stats 2019 to underline the importance of Facebook Messenger Marketing
Most popular global mobile messenger apps as of October 2019, based on number of monthly active users
(in millions) – Statista

This recent study points out that the number of people using Messenger is increasing at an exponential rate. Messenger is an easy-to-use platform and there are lots of benefits to it. Listed below are some of the main benefits –

  • Messenger marketing is more personal than email marketing. Businesses can send highly personalized messages to users that will help build engagement.
  • It is easier for businesses to automate most of their marketing efforts using Facebook Messenger marketing. Facebook offers some great (and FREE) tools that every business should make use of.
  • Messenger can also double up as lead acquisition and customer service platforms. Businesses can cut down on manpower and resources by investing in messenger bots and artificial intelligence.
  • It is scalable and expandable. Businesses can stay abreast of buying patterns, customer behavior, performance metrics, and all other KPIs that matter to them from one place.
  • Messenger can also be added as a pop-up extension on your website. This ensures that businesses are able to stay connected with their customers throughout their buying journey.

Messenger And Customer Service

Amidst all of the online and offline marketing efforts, customer service is one thing that still remains the core of any successful business. When you integrate Facebook Messenger Marketing with your customer service, you will no longer have to worry about losing out on customers.

Businesses can use Facebook’s message-automation or 3rd party tools to create auto-responding templates that can take care of a majority of the customer’s queries. It helps manage all incoming queries and communications efficiently and on-time. In today’s fast-paced world, no one wants to wait. All of us want instant information. And, as humans, we have our limitations.

Messenger, App, Community, Media, Chat, Logo

But, not Messenger. A well-scripted messenger bot can take care of your customers 24×7. Facebook Messenger is fast and efficient, thus making it a great tool for customer / business interactions and a valuable customer care platform.

Organizations are starting to accept Messenger bots in order to improve customer care. Nevertheless, not all chatbots are made the same. The most common one’s are “Press 1 for business hours, Press 2 for store directions”, while brands like Uber have custom bots that can a ride for the customer without even opening the app.

Customers today do not like using the generic customer-service phone. Plus, it’s hard to multi-task when you’re on the line, and you feel like you’re wasting important time. It can be painfully slow to wait for a response, and online forms are too frustrating. That’s why Facebook has made chatbots and chat extensions simpler than ever for brands to communicate with their customers.

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Challenges of Messenger Marketing

While messenger marketing has a great potential, it depends on how strategically you use it. Do you want to use messenger for sending out notifications (newsletters, new content, discounts, offers, etc.)? Or, do you want to it to double-up as a customer service tool as well?

The challenges may vary based on your goals. However, one common challenge is being able to build a channel that is able to reply instantly and deliver the appropriate messages. You have to think as a customer when building the script. You can do it on your own, but it is highly recommended that you take advantage of a professional Facebook Messenger marketing agency.

Another concern is that with Messenger it takes a lot of brainstorming to pair bots with humans. All of the departments, be it sales, marketing, or customer service must be integrated to Messenger bots. This leads to the part where businesses also have to figure out where to integrate the Messenger service (which part of the funnel?).

Next, businesses also have to worry about the content marketing. While redirecting users to the website is a good idea, but it doesn’t work every time. Therefore, businesses have to create byte-sized content to keep the conversation and engagement going.

As you can see, the major challenges are mostly strategy-related. The solution to this challenge is understanding and catering what your target audience needs. Businesses need to invest time (and money) in researching the market trends, the target audience, and their competitors.

Is Messenger Marketing Right for Your Business?

One of the best things about trying out a new medium/platform in online marketing is that there is no downside to it. Even if a business doesn’t get the desired RoI, they can get data that will help them to run better campaigns in the future. As for Messenger marketing, we think that every business should make use of it.

If you own a Facebook Business Page, you already have a Messenger account. When you post an offer and redirect users to your websites, the chances of them bouncing off midway is higher. But, if you route them to Messenger , you can answer their queries right at that point of time. This will help your business drive more conversions.

You can use Messenger to run campaigns similar to emails, yet more personalized. In addition to sending newsletters via email (which you shouldn’t miss anyway), you can also use Messenger to deliver personalized content to each of your followers. You can send polls and review requests to dozens of users at the same time, and expect to get immediate responses from most.

Even if you own an offline store and use Facebook to just promote your store, you can use Messenger. If a user is interested in buying from you, they can directly connect with you via Messenger. You can answer all of the queries and confirm a deal right away. Messenger automates most of your sales and marketing so you can invest time in other pressing matters of your business.

To sum it up, yes Messenger marketing is right for every business.

Things to Know Before Using Messenger

With so many benefits, you should have realized that Messenger marketing should be a part of your strategy. That’s the right decision! But wait, here are a few things that you need to take note of before you start –

First of all, you need to be aware of the GDPR (General Data Protection Regulation) compliance rules. Facebook discusses in detail on their website their responsibility for GDPR and the Messenger app.

There are three criteria for using Messenger chatbots marketing –

  • You have to always provide a clear opt-in option for users to allow you to send them messages.
  • All your forms should also have a distinct opt-out and/or unsubscribe option.
  • If a person wants to be removed from your contact database, you have to comply. Thus, you have to know how to remove contacts from chatbots.

Another obvious requirement is that you need to have a good knowledge of the platform (it is pretty easy) and chatbot platforms (most need zero coding, you can use drag-drop tools). And, if you are thinking of integrating it into your marketing campaigns, you should have a basic understanding of the sales funnel and drip campaigns.

Summary

Facebook Messenger marketing is a tool that can work wonders in building brand engagement and driving conversions. From a basic auto-response to large scale AI-driven bots, Facebook Messenger has brought a paradigm shift in two-way communication between the customers and businesses.

It is easy to set-up and get started. And, you can even add a Messenger widget to your website to ensure that you aren’t missing out on any queries. From on-boarding to customer service, Messenger can be a part of the entire process. In addition to automating major processes, Messenger can help a business cut-down on manpower allocation and budgets. Plus, it is a highly scalable platform that offers detailed analytics and room for continuous improvement.

If you are thinking of getting started, there is no better time than now. Need help building a tailored Facebook Messenger marketing campaign for your business? Let us know in the comments and we’ll get back to you.

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